Consumer Preference on Mobile Connections and Buyer Behaviour Towards Relience Mobile in Chennai City

Abstract

The study entitled “A Study on the consumer preference on various mobile connections and buyer behavior” was conducted in Chennai with special reference to RELIANCE INFOCOMM. The study was undertaken to know the preference level of consumers towards various mobile connections. The study covers various brands like Airtel, Aircel, BSNL, Tata Indicom, and RIM in relation to various aspects. The survey was conducted by collection from various consumers (Mobile Users).

The expectations of the consumers are quite high. Many expect high performance, Zero error in billing and in need of more collection centers. The experience of the consumers and their rating of the mobile are moderate, proper awareness should be given importance. As the study was limited to Chennai town only, it was possible to understand the demographic profile and consumer preference.

The preference of individual consumers depends mainly on annual income and actual performance of the product as well as external influencing factors like society and etc., consumers prefer the advice of others also. Consistency in performance, level of satisfaction has a major impact. The study of consumer preference towards mobile users gives an idea of individual preference towards the product based on various influencing factors like Price, group influences, social influences and psychological influences. It also gives an idea on rating of product done by the consumers generally etc, particularly relating to Chennai.

The main objective of the study were to analyse the position of Reliance India Mobile and other competitor brands ( Airtel , Aircel , Hutch , BSNL ) in the consumers mind, to know the reason for preferring the particular brand over the other brands and finally to receive the suggestions for the further improvement. The type of research undertaken for the study was Descriptive Research and the sampling design was judgmental sampling.Both primary and secondary data was collected by interview method and referring the company manual and website of the company. The statistical tool used in the study was percentage analysis, weighted average Method, chi square test, one sample run test.The limitation of the study was that the data provided by the respondents may be false at times and it is confined to 200 consumers only and conducted in Chennai only.